Although the 2nd and 3rd generation Supermalt drinkers retained their heritage and culture, they were still evolving with emerging British urban culture. To re-introduce Supermalt to this audience, we acknowledged that things needed to be reimagined, and we started with the drink itself in the form of Supermalt cocktails.

Three Halves teamed up with a Mixologist from France to develop three Supermalt-infused cocktails, adding a twist to the traditional malt drink. Our intention was not to replace Supermalt but to revive the drink. As it is already familiar amongst the target audience, we wanted to find a surprising and contemporary way to position Supermalt in front of them.

The invention of the Supermalt cocktails also allows the brand to cross over to a mainstream audience due to cocktails generally having a mass appeal.

Our cocktails have become a staple at all experiential events for Supermalt and have even inspired new products by the brand in the form of Supermalt Ginger Ale.

Ideas have small beginnings but now Supermalt’s new flavour drinks have seen growth year on year and have added an entirely new revenue stream.

Good work team!

Here’s another case study of how we used the cocktails in a recent experiential event - The Supermalt Fashion Showcase.